The following article was written by Jordan Julien, Founder of Hostile Sheep, User Experience and User Research consultancy in Toronto, Canada.

I got early access to the Customer Experience Deck from Jeremy Dean. After remixing his deck with the Hostile Sheep approach to Jobs-to-be-done, I supported his Kickstarter and got 5 decks.

The big news: I completed two studies using the new approach and it's fantastic.

Those familiar with JTBD know how rational the whole process is. Customers understand rational, logical questions. They're great at telling rational, logical stories. The problem is uncovering emotional needs or desired emotional states. We all know emotion plays a major role in hiring (or firing) products.

The Customer Experience Deck has been instrumental in uncovering these emotional needs and desires. It's been a fantastic tool when conducting customer interviews, so I wanted to share how Hostile Sheep has used it.

I’ve been a huge...